We study the causal effect of improved climate-impact knowledge on food consumption. In collaboration with Norway’s largest grocery chain, we combine a randomized information intervention that provides the climate impact of beef and other sources of protein with customer scanner data covering nearly two years around the intervention.
- Speaker
- Date
- Tuesday 13 Oct 2026, 13:00 - 14:00
- Type
- Seminar
- Room
- 1.23
- Building
- Langeveld Building
There is widespread underestimation of emissions from beef: fewer than 1% of respondents correctly assess its climate impact relative to substitutes such as pork, poultry, or plant-based alternatives. The information treatment corrects this misperception and shifts purchase intentions towards lower-emission options. These effects translate to changes in real behavior: in the scanner data, we document a reduction in beef consumption over the subsequent five months. Heterogeneity analysis reveals that the effect is driven by a large subgroup of people who care about the climate but were misinformed prior to intervention.
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